Corporate Information

History

In 1904 (37th year of the Meiji Period), Hoshino Resort founder Kuniji Hoshino began a forestry business in Karuizawa, an area that was just beginning to develop as a location for holiday villas. In 1914 (3rd year of the Taisho Period), he established the Hoshino Onsen Ryokan ("Hoshino Hot Spring Inn"). This was the beginning of Hoshino Resort. After further excavation of hot springs in the vicinity, and the establishment of a hydroelzectric power plant, he was able to offer more sophisticated services at the ryokan, subsequently attracting many intellectuals. The "Liberal Education of Art Workshop" which began in 1921 (10th year of the Taisho period) assembled the likes of Kanzo Uchimura, Akiko Yosano, Toson Shimazaki, and Hakushu Kitahara. Eventually, Karuizawa became situated at the forefront of the cultural world.

In the mid-Showa Period, the poet and wild bird researcher Godo Nakanishi stayed at the Hoshino Onsen Ryokan. He is said to have startled Hoshino Resort's second-generation heir Yoshimasa Hoshino with this remark: "Until now it has been customary to eat wild birds, but from hereon, we will enter a phase in which people will find enjoyment in watching them". This was a shocking concept at that time. Nakanishi also noted that the national forest located next to Hoshino Resort's land was a treasure trove of wild birds, serving as a habitat to some of the most varied species of wild birds in the world. As a result of Nakanishi and Hoshino combining efforts to preserve this ecosystem, the forest was assigned as the "National Wild Bird Forest in Karuizawa". Around this time, a guided tour called the "Tancho-kai" ("bird watching expedition") began. This eventually evolved into the eco-tourism efforts of Picchio.

Since the decline in the demand for travel during the war and postwar years, the glory days of domestic travel during the high-speed economic growth era, and the boom in overseas travel, Karuizawa has become a popular travel destination for tourists. With the implementation of the Law for the Development of Comprehensive Resort Areas in 1987 came the increase in new resort and ryokan facilities entering the market. Hoshino Resort took this opportunity to shift to its current management structure and specialize its business in the area of operation. Upholding the corporate vision of "Become an expert in resort management", Hoshino Resort places utmost importance on the satisfaction of its customers, while maintaining an operation system that enables abundant profit.

In terms of our resort operation business, we seek opportunities to revitalize resorts that are struggling after the collapse of the economic bubble. Since 2001, we have been involved in the redevelopment of resorts and ryokan using the unique methods cultivated during our time in Karuizawa. Meanwhile, we have implemented plans to renovate Hoshino Onsen Ryokan, and in July 2005 the "Valley Settlement, Hoshinoya Karuizawa" opened. Hoshino Resort continually strives to establish our Japanese-style hospitality on a world-class level.

Far left: Kuniji HoshinoThird from left: Yoshimasa Hoshino

Complementary shuttle service with a T-model Ford? a rarity in the Taisho period.

A domestic hydroelectric generator imported from Germany.

Entrance of the Hoshino Onsen Hotel, which closed in 2003.

With the use of geothermal energy, the resort's self-sufficiency rate is now at 75%.

1904

Begins development in Karuizawa

1914

Opens Hoshino Onsen Ryokan

1921

Hosts the Liberal Education of Art Workshops

1929

Opens hydroelectric power plant

1951

Reorganizes into Hoshino Onsen Co., Ltd.

1974

Assigned as the National Wild Bird Forest in Karuizawa (nation's first)